Last summer, a series of Wendy's' #PretzelLoveSongs videos spoofing schmaltzy pop love song videos that were created to promote its new Pretzel Bacon Cheeseburger generated more than 80 million U.S. views in just two months (not even counting a "finale" video by Nick Lachey).
Little wonder, then, that the QSR is reprising the concept for this summer's return of the cheeseburger and the Pretzel Pub Chicken sandwich (the latter was launched last fall), which together sold more than 50 million units last year.
Once again, actual fan tweets and Facebook posts about their love of the pretzel-bun offerings, using #PretzelLoveSongs, are being used as song lyrics.
The first new video, featuring clichéd scenes like a young couple singing their hearts out on a beach -- to touching lyrics like "Pretzel Burger is baaaaack" and "The awkward moment when you cry at Wendy's" -- has pulled nearly 420,000 views since it was posted on YouTube on July 2.
More creative is on the way. On both the Wendy's Twitter account and the campaign's dedicated #PretzelLoveSongs Twitter page, Boyz II Men are tweeting about their own Pretzel Love Song, to be released this week. The band is scheduled to appear in New York's Times Square on July 9.
In addition, today, Wendy's is launching a new TV spot, featuring its "Red" brand character and a cover of the 1991 Mr. Big hit "To Be With You." Another TV ad, and video, targeted to the Hispanic audience will feature Jon Secada.